Fairness and greed are labels you put on yourself, not universal rules. The speaker argues that feeling bound by these definitions comes from limiting beliefs you can examine and change.
This whole concept of, well, I just want to be fair, I don't want to be viewed as greedy— those, by the way, all of those definitions are self-imposed definitions. There are no worldwide definitions on what is fair and what is greedy, okay? So if you're feeling that, that you want to be fair, you want to be reasonable, or you don't want to feel too greedy, what I would ask you to do is go through a limiting beliefs process, examine the limiting beliefs
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